Millions Are Talking: Do you know who is creating the buzz?

Dec 1, 2008

Every day, consumers converse on discussion boards, blogs and social networks. They turn to the Internet to share opinions, advice and grievances. How does brand and media integration turn this buzz into dollars?

    Marketers are getting smarter about listening, connecting and responding in a way that protects and promotes their clients and their brands, as evidenced by the entries in the BUZZ Awards, says Pete Blackshaw, evp of digital strategic services for Nielsen Online and who served as one of the awards judges. "I'm impressed with the BUZZ nominations, and the overall level of sophistication has been dialed up significantly."

    Word of mouth is important because consumers increasingly form their perceptions of a brand early and in real time. But buzz-generating programs should be thought out well in advance, and what looks easy is not necessarily so. "You have to get the product right. You have to have good customer service, and your online platforms need to be perfect," Blackshaw adds.

    While creating buzz may be challenging, measuring where it is coming from is simpler. "It's worlds easier to measure buzz today than it was pre-Internet, in part because everything that's said online leaves a digital trail," Blackshaw says.

    Nielsen Online's BuzzMetrics services deliver brand metrics, consumer insights and real-time market intelligence to help clients understand how consumers feel about a brand, product or service, events, trends and issues that may be influencing industry and brand buzz, and how to leverage word-of-mouth to drive brand credibility, and ultimately-sales.

    "Thanks to technology, all this is quantifiable," Blackshaw says. "Buzz measurements allow brands to specifically hone in on 'who' specifically is driving the conversation. This is important because it empowers brands to better target and segment out reach programs."




For more Buzz Awards Coverage coverage:
2008 Buzz Awards Winners
Millions Are Talking: Do you know who is creating the buzz?
Grand Prize Winner: McDonald's Brave New World
Event Marketing: ABC Domestic TV, Dr. Scholl's for Her
Online: Proximity Canada, Alka-Seltzer
Viral Marketing: Goodby, Silverstein & Partners, Adobe Creative Suite
Music: The Marketing Arm, AT&T
Outdoor/Out-of-Home: Butler Shine Stern & Partners, MINI Cooper
Print: Fallon Minneapolis, Sci Fi Channel
Radio: OMD, Visa
Reality TV: Mediavest Worldwide, Herbal Essences
Scripted Television: R&R Partners, Valley Metro
Social Media: OMD, McDonald's
Sports: Mediavest, Sprite
Wireless: Moxie Interactive, FOX Studios/Jumper
Integrated Campaign: Campfire, Verizon/a>
Public Relations: Coburn Communications and AARP
User-Generated: Catapult Marketing, Pedigree
Film/Movie: Davie Brown Entertainment, Mountain Dew
Buzz People's Choice Awards