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Buzz marketing • Concept – To find relevant and real-time information and to interpret it – To create information and to transmit it via informal and personnal communication channels (rather than by mass media and traditional advertising) • Key issues – Buzz marketing can only amplify existing qualities of a product – Information must be credible and from trusted people (experts and trendsetters) GL-eNestlé Buzz marketing • Measuring/influencing buzz – Nielsen BuzzMetrics measures, analyzes and leverages the influential power of online consumers – Communispace manages “customer conversations” with private online communities on topics chosen by businesses – Affinova proposes online “prototypes” that instantly evolve according to consumer feedback. – IC Agency investigates brands’ positioning perceptions online and corrects this positioning if needed GL-eNestlé