Techniques to create buzz on the Internet

 A good mix between communication, general knowledge and referencing is the key to success in creating a buzz on the Internet. Creating buzz guarantees you certain visibility and an exponential increase in the popularity of your business. Do you want to create your own buzz on the Web? We have selected the most effective methods. For good preparation, it can sometimes be interesting, or even necessary, to call on an agency and request a digital marketing quote.

What is buzz marketing?

Nothing to do with buzz l'clair (sorry), the term buzz means “whisper” and is often used on the internet to designate a form of advertising where Internet users contribute to the launch of a product or service via blogs , emails, forums and social networks. There is nothing innovative about this digital word of mouth, it is simply multiplied by the use of social media.

Unlike buzz marketing, the notion of virality refers to the way in which the message spreads from person to person exponentially.

The recipe for marketing buzz? There is no miracle, but a good piece of funny or very offbeat information (or misinformation) released on the web can quickly wreak havoc and inflame Internet users, bloggers, columnists, media, etc.

 

EXAMPLE OF A SUCCESSFUL MARKETING BUZZ: CARAMBAR AND ITS #BLAGUEA1FRANC

Carambar is one of the many brands that use buzz marketing as a “publicity stunt”. The confectioner uses them regularly, as in 2015 with its “1 franc joke” campaign. The objective was simple: to collect the francs which have no longer been exchangeable since February 2012 for the benefit of an association (Le Rire Médecin). For each Franc received, the brand is committed to making donations.

With this marketing operation, the French were invited to exchange with partner shops and bakeries the last Francs they owned for their confectionery (one Franc coin = one Carambar). Internet users could also receive Carambars by sending a photo of themselves with their Francs.

Create the marketing buzz that brought the Carambar myth to life for a month on the web with #jokea1franc. On Twitter the brand invited its followers to tweet their best jokes.

And the bad buzz in all this?

On the internet, especially on social networks, everything unfolds and amplifies quickly. A brand failure in an action or communication campaign can quickly turn into bad buzz.

Bad buzz brings negative emotions, anger, indignation, to the recipients of the advertising message. This phenomenon will therefore alter the image of the company, brand or public person behind the action.

Most often, bad buzz comes from an error made during a marketing campaign that went wrong or from a particular action carried out. But some brands also seek to get people talking about them thanks to this virality on social networks.

EXAMPLE OF A BAD BUZZ: DELIVEROO AND ITS APRIL FOOL THAT FALLS IN THE WATER.

On the occasion of April 1, 2021, the fast home meal delivery brand Deliveroo wanted to play a prank on its users. The brand sent some of its customers an email, resembling classic Deliveroo emails in every way, indicating that an order had been placed on their account and that it was being delivered.

In this email, which you can see below, the customer was informed that the order was ready for delivery. An order consisting of 38 anchovy pizzas with 50 free hot sauces for a total of 466.40 euros.

A confirmation email which was obviously not received with a smile by the recipients. A marketing stunt that quickly spread and transformed into bad buzz on social media. In fact, many customers believed that their bank card had been hacked and many had to cancel their bank card with their bank.

A marketing buzz which turned into bad buzz and where the Deliveroo brand was forced to apologize by email for this failed April Fool's Day following numerous criticisms on social networks:

"Yesterday we sent you a humorous email talking about an order for 38 anchovy pizzas that you were charged for. We have to admit, it was a failed April Fool's joke. Contrary to our intention, this email may have misled you and caused you unnecessary stress. We are deeply sorry."

Why do buzz marketing?

THE SPEED OF PROPAGATION

To get started and create buzz marketing, different communication media are possible. But the most used remains the internet and its social networks. This channel offers virality and propagation of information almost in real time.

THE COST AND RETURN ON INVESTMENT

The major positive point of this web marketing strategy is its low cost. A successful marketing buzz is often synonymous with a significant return on investment. Campaign costs dedicated to the purchase of space or even emailing are lower with the use of Internet users who take care of the rest with word of mouth on social networks.

A GOOD REPUTATION AND VISIBILITY

A successful buzz marketing campaign is often accompanied by a positive image for the brand, company or public figure behind it. This can also correct or readjust it.

TO LAUNCH A NEW PRODUCT OR SERVICE AND BOOST SALES

Some companies take advantage of marketing buzz to launch a product or service. An effective solution to boost sales.

 

What strategy should you adopt to create buzz marketing?

THE SECRET

One of the best ways to attract and make people want to talk about a brand is to reveal a secret. Most of the time, everything that tends to be hidden is at the heart of the discussions. The more Internet users believe in discovering your revelations, the more they will talk about it.

THE RUMOR

This strategy is best suited for experienced companies, as it can put you in the spotlight or put you in the crosshairs of criticism. So, you will have to lie, let it swell and deny it at the right time. In short, use rumor wisely.

CONTROVERSY

On the internet, controversial or taboo subjects get people talking a lot. However, controversial buzz marketing needs to be implemented with a lot of attention to how the topic is approached. A strategy that can work if you ensure certain elements:

Document the subject and prepare your defense

Explain why this controversial topic is important

Explain why most people disagree with this topic and why they are wrong.

HUMOR

Laughter is naturally contagious. Many brands position their marketing strategies on humor. The funnier it is, the more we share it and talk about it!

 

What content to create buzz?

There is a lot of content available to your business to create buzz:

Website dedicated to your campaign

An infographic

A photo

An article

A video

A story

Steps to follow for your buzz marketing campaign

Do you want to get started and create marketing buzz for your business or brand? Here are some key steps to get started:

DETERMINE YOUR CAMPAIGN OBJECTIVES TO MAKE BUZZ

Like any other strategy, it is important to define your goals. Ask yourself the right questions about why you want to create buzz: to sell? To gain visibility? To launch a product? … These questions and their answers should guide your strategy choices and your thinking.

ANALYZE YOUR MARKET AND TARGETS

Who is this virality campaign aimed at? Determine your targets and find out about their habits and behaviors... To succeed in buzz marketing, focus on collaboration with people who share the same centers of interest (identical profiles, frequented places) and use this database when launching advertising of products or services. To whet their curiosity, always keep some of the information which will then serve as exclusive or novelty information.

CHOOSE THE RIGHT SUPPORT AND COMMUNICATION CHANNELS

Choose the right communication media according to your targets and the channels you will use. A suitable medium allows you to obtain more visibility, such as with video or graphic elements for example. Play with images and texts to catch the eye as much as possible and effortlessly for the consumer on social networks.

CREATE RELEVANT AND ENGAGING CONTENT

The idea is the key to differentiating yourself and creating buzz. Encourage users to share and respond with engaging content. Above all, think about the added value of your content for your targets. Your creative and innovative communication must appeal to the public while remaining faithful to your values and your identity.

BE AVAILABLE AND RESPONSIVE

With social networks, consumers expect companies to speak up and be transparent, available and responsive. To best respond to your customers and understand their expectations and needs, monitor communities, your competitors or even bloggers. Identify people (influencers, bloggers, ambassadors, etc.) who can relay your communication.

MEASURING YOUR CAMPAIGN

Like all other strategic actions, use analysis tools to quantify your performance and adjust your campaign if necessary.

What to do after your marketing buzz?

In addition to these techniques, there are still many cards to play to perfect your buzz on the Internet: jokes, news, the natural appearance of texts, surprise or mystery. But above all, you must be convinced of the product or service offered to create a convincing buzz.

After creating a buzz, two options are available to you:

Continue the momentum and maintain virality by fueling the initial campaign to keep your target in suspense.

Slowly defuse the marketing buzz to communicate in a more traditional way with your target, while remaining in line with the initial concept.

Before you launch yourself and create buzz marketing, be sure to think carefully and establish your strategy. Think about all the options, because on the web everything can turn into bad buzz.