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The Difference Among Viral, Buzz, and Word-of-Mouth

There are certain words, jargon that stands in for theory, that starts with marketing industry insiders and before you know it becomes the 'in' subject of books, blogs, articles, and MBA dissertations. But as jargon filters down to the less sophisticated, the meaning and ideas behind these words becomes lost. Such is the case with the current state of thinking on Buzz, Viral, and Word-of-Mouth marketing.

These terms are often used interchangeably but are they the same thing? Dave Balter and John Butman in their book, "Grapevine,' describe Buzz as a marketing tactic aimed at generating publicity or awareness often without regard to any specific message, while Viral marketing is a means of spreading a marketing message through the use of contagious creative most often Web-video and Word-of-Mouth is the process of product story-telling. Balter's marketing agency concentrates on creating word-of-mouth campaigns for his clients but the name of his company is BzzAgent - no wonder the confusion.

Mark Huges, author of the book 'Buzz Marketing- Get People to Talk About Your Stuff' points out that in order to create buzz about your company or product you must develop a marketing campaign that incorporates at least one, and preferable more, of his Six Elements of Buzz:

1. Taboo,
2. Unusual,
3. Outrageous,
4. Hilarious,
5. Remarkable, and
6. Secret.

It would seem that these six elements are the same elements that generate the contagious spread of information - Viral marketing. In order for something to become viral, people must talk about it, ergo word-of-mouth. But people can talk and spread the word of a video or stunt without ever generating much talk about the product. The famous, or infamous, Oprah Winfrey-General Motors audience car give-away stunt is a prime example of generating talk about a stunt without generating much talk about the product. If as Balter suggest, word-of-mouth is 'product story-telling,' then there is definitely a difference between Buzz and Word-of-Mouth.

So if Buzz is the tactic for drawing attention to your company; and Viral is the method of spreading the message; and Word-of-Mouth is the result; we then have a clear distinction between the three marketing terms.

The question is how can we construct a Web-based marketing campaign that uses the Buzz tactic, Viral method, and Word-of-Mouth message to produce the ultimate marketing objective: more sales and profits; and are Huges' Six Elements of Buzz the only media attributes that deliver a marketing stir?

Solve The Marketing Mystery: Discover Means + Motive + Opportunity

We've all watched enough 'Law and Orders' on television to know that solving a mystery requires learning the means, motive and opportunity of the puzzle. For today's marketers these elements are clear.

Motive: to attract attention, breed interest, stimulate desire, and generate action that ultimately produces increased sales and profits.

Means: the advent of relatively low cost desktop digital video tools and the creation of a new class of professional multimedia Web-video producers brings affordable multimedia creative to businesses that in the past could not afford professional video content.

Opportunity: the penetration of high-speed Internet connections plus the Web's ability to delivery multimedia audio and video combined with the introduction of Web-video search databases by dominant Internet players like Google and YouTube create the necessary opportunity.

Why Web-Video Solves the Buzz-Viral-Word-of-Mouth Mystery

1. The 5 Strategic Goals of Marketing
2. The Anthropomorphization of Brands
3. Maslow's Extended Hierarchy of Needs
4. The 5 Elements of Communication

The 5 Strategic Goals of Marketing

Increased sales and profits is every company's prime motive, however, in order to achieve those goals, certain intermediate objectives must be met, especially as it concerns the Web that by its nature is a sterile, remote environment. Marketing campaigns should be constructed to provide the appropriate audiences with five essential elements:

a. Awareness
b. Emotional Utility
c. Functional Utility
d. Process Facility
e. Confidence

Target audiences must be made aware of the company's existence and must be made to comprehend its relevance to their needs; and market audiences must be provided with a platform to participate or get involved with the company.

A successful marketing campaign must tap into an audience's need for emotional utility, a quality created in the audience's collective consciousness from brand personality resulting from corporate behavior and audience experience.

The campaign must also be able to speak to the functional utility of the company's products or services. Hard information and easily understood instructions must be made available so that customers are actually able to generate the promised benefits of the product or service.

The campaign must facilitate the process of moving potential customers easily and conveniently from awareness, to utility, to incentive, to sale. The process must be transparent and mechanisms must be put in place to accommodate customers when things go wrong.

The campaign must also create confidence in the organization's ability to deliver the promised benefits both emotional and functional.

The Anthropomorphization of Brands

More marketers are beginning to appreciate the effect of brand personality on their relationships with customers and prospects. It is apparent that markets have a clear idea as to a brand's personality, whether a company pays attention to it or not. And just as significantly, it is clear that companies can't just change their television commercials or advertising agency to overcome an unwanted or undesirable personality.

Brand personality is a function of audience experience: everything from the way you respond to telephone inquiries, to users ability to comprehend packaging instructions, to your website and email inquiry response times. No amount of smiling friendly faces in advertisements will make up for the irritation of a multiple-transfer-disconnect when trying to resolve a problem over the telephone.

Companies are ultimately separate entities whose personalities are composed of a collective consumer consciousness created through experience, interpreted from a very human perspective. It is human nature to anthropomorphize non-human entities in order to better deal with them. Batra, Lehman & Singh point out in their 1993 paper that there are five significant human personality traits.

The Big Five Human Personality Traits:

1. Extroversion/Introversion,
2. Agreeableness,
3. Consciousness,
4. Emotional Stability, and
5. Culture.

Jennifer Aaker in her 'Journal of Marketing Research' article, Dimensions of brand personality, relates the Big Five Human Personality Traits to the Big Five Brand Personality Traits.

Big Five Brand Personality Traits:

1. Sincerity,
2. Excitement,
3. Competence,
4. Sophistication,
5. Ruggedness.

When companies build a website or implement any marketing initiative there are consequences in the market collective; managing those consequences is critical to not just developing a brand personality but managing and fostering it to meet your ultimate marketing motive; generating more sales and profits.

Maslow's Extended Hierarchy of Needs as it relates to Marketing

Abraham Maslow, who was the chairman of the psychology department at Brandeis University in the early 1950's, developed a theory for the hierarchy of human needs. Before his death in 1970 he revised his theory by extending the hierarchy to include higher value components.

The bottom of the pyramid starts with our physiological needs: the need to maintain physical well-being and self-preservation; as you move up the pyramid the needs become more socio-cultural: the need to be accepted in society; while at the top of the list the needs become more abstract and intellectual as they relate to self-identity and the need to communicate that identity to others.

Maslow's Extended Hierarchy of Needs

1. Physiological Needs
Water, food, sleep, warmth, health, exercise, sex.

2. Safety & Security Needs
Physical safety, economic security, comfort, peace, freedom from threats.

3. Social Needs
Peer acceptance, group membership, love, and association with successful groups.

4. Self-esteem Needs
Association with importance projects, recognition of strength, intelligence, prestige and status.

5. Self-actualization Needs
Need to take on challenging projects, opportunities for innovation and creativity, learning at a high level.

6. Cognitive Needs
Need to acquire knowledge and to understand that knowledge.

7. Aesthetic Needs
Need for beauty balance, structure.

As marketers, Maslow provides us with a blueprint for developing a brand personality that can effectively deliver a compelling, comprehensible, effective marketing message. Decide which of Maslow's needs your company satisfies and then construct a marketing plan that delivers both the personality and message that speaks to those needs.

We are lucky to live in the age of the Internet, for even the smallest of companies has the opportunity to communicate its brand personality and marketing message using the most effective communication environment ever invented, The Web.

The 5 Elements of Communication

To effectively take advantage of the Web's ability to communicate, you must understand the five elements of communication:

1. The Environment: the Web is a sterile environment that needs to be humanized in order to effectively deliver your brand personality and marketing message.

2. The Message: the Web is an information-infotainment environment where compelling, informative, memorable content is paramount.

3. The Messenger: the Web is a one-to-one communication system compared to traditional broadcast and print communication that is a one-to-many system.

4. The Audience: the Web is a place where visitors choose to visit you, do not short change them with second-rate information, poorly delivered in unimaginative, ascetically challenged presentations.

5. The Process: the Web's multimedia audio and video capabilities combined with the penetration of high-speed access makes for the perfect system to deliver brand personality and needs related marketing messages that humanize your website, speak directly to your audience on a one-to-one basis, and inform, enlighten and entertain your audience in a compelling, memorable manner.

Conclusion

There has always been an ongoing business battle between those responsible for technology services and those responsible for marketing services. The Internet may be a great technological achievement, and it no doubt can be used to provide extremely useful technological solutions, but at its core and from its earliest pre-Web days, it was always a way to connect and communicate information and ideas, and isn't that the essence of marketing?

The need for businesses to create awareness (Buzz), to spread that awareness throughout the marketplace (Viral), and to involve an audience in the spread of needs fulfillment (Word-of-Mouth) is achieved by taking advantage of the Web's multimedia communication capabilities. In short, the Web is a communication tool that can be used by marketers to speak with a human voice and human face directly to your attentive publics on a personal, human, one-to-one basis in order to achieve the prime business motive: more sales and profits.

Jerry Bader is Senior Partner at MRPwebmedia, a Thornhill, Ontario based website design firm that specializes in delivering their North American clients' marketing messages using the latest audio, video, and interactive Flash presentation techniques to create compelling, informative and memorable Web-experiences that enhance brand personality and increase sales and profits. Visit http://www.mrpwebmedia.com, http://www.136words.com http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.Nike Baby Shoes
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How to Survive in MLM...and Succeed!

Can you make thousands monthly with mlm? Yes. Is it hard to do? Many people choose to make it hard.

Careful planning is absolutely essential before you start any MLM business. Using the right mlm business plan can determine your success or failure.

No matter whether you are representing a product or a service, it goes without saying, you need to have confidence that your company will deliver what it promises and that your upline sponsor can and is willing to help you achieve success before you start an mlm business.

Obviously a good first step before you start an mlm business is to try the products and/or services for yourself, and give them a genuine rating. Would you see yourself recommending them to your family and friends even if you were not getting any kind of benefit?

You dont want to be selling something that you know is of poor quality.

The next very important step is to find out just how successful your sponsor has been, and how willing they are to help you achieve success.

This is critical - if they are not interested in helping you, your work will be harder.

Actually, industry experts know that network marketing is more of a people business than it is a product or service business.

Ok, so now you think your ready to start your home business, and you are about to register.

WAIT!

Before you do, you need to be absolutely certain that you are registering under the right sponsor. Otherwise, you risk becoming yet another mlm orphan, trying to battle it out on your own. It is more important to have the right sponsor than to have the right downline. That being said, you shouldnt think that joining directly under the company or in the first 2 tiers will put you in good stead either. You are really looking for a sponsor who has a reasonable number in their downline and also has clearly demonstrated their willingness to help their downline also achieve success.

Far too many new mlmers have the mistaken belief that once they have signed up, the bonus checks will start rolling in. We have all seen the sites where people even scan in their bonus check on their sponsoring website in an attempt to lure you in to share in their riches. Dont be fooled. It takes a lot of hard work to start earning money, once you start an mlm business. That is why many people choose to work at a regular job. If you take the time to look into it though, an mlm business has some huge advantages over any regular job. (Just to name a few...tax advantages, residual income, travel, family time, no boss, no commute, an income that continues to grow, and so forth.)

Your goal should NOT be to just get anyone to sign up under you, but to build relationships with others and through those relationships you can then develop business partners. Why do I call them business partners? Simple. Their success adds to your success. It is then in your best interests to do everything you can to help them become successful. If they are successful, then so are you. Treating your downline enrolees as business partners will strengthen you relationships with them and teach them to do the same with their downline.

Ok, so now you are really ready to get started in your MLM business - right? Well, not quite. Take some time, and read everything you can about the company, its products/services and its success stories. Go to your library and check out some books on starting your own business. Just because it is network marketing doesnt mean you should treat it any different to running a traditional business. Not if you expect to create a six-figure income. Of course, it goes without saying, that you need to attend all company meetings & teleconferences - you will meet other marketers that will also pass on valuable tips to help you on your way.

In the last steps of preparation, you need to plan how much capital you have to start your MLM business. If the answer is $0, then chances are, you wont succeed. No, I am serious. You will find it very slow and difficult to build your business. You will need some capital for advertising. Simply creating a webpage wont bring you any business, you need people to see your webpage. If the opportunity is one that only costs $39 to get started...then people that join will not be very serious or committed. You should be very skeptical of those that are free or almost free to join. They usually do not bring in a significant income and fail quickly.

Of course, finding a few serious distributors to personally sponsor is absolutely critical to getting started. Your upline mentor should be willing to help you talk to your first few prospects, in person or on a three-way call. Unfortunately, only a few sponsors are committed as you might think that they are. It is all too common, to sponsor 10 or more people, before you find your first serious business partner (enrolee). Don't worry. That is ok. Percentages will only improve with practice. For now, you should concentrate on duplicating yourself just twice. Teach them to do the same. Eventually, youll be able to train and mentor more than two, but for the first six to twelve months, concentrate on quality, not quantity.

You will find that most people dont believe that they can "sell" and probably wouldnt even want to try. The word sell can be a scary word. Done right, it never feels like selling. You have to decide whether to "lead with the product" or "lead with the opportunity." If the person is interested in a health product for example, and you instead tell them of a business opportunity, they suspect that you want them to go out and "sell" to their friends and family. That is why many people fail in this industry. While selling is an important part of any successful network marketing experience, you might be more successful if the process took on a softer focus.

Think about your experiences to date. Could this be why you have trouble sponsoring? Your first impression is very important. Preconceived notions can build mental roadblocks that are difficult to overcome. If the prospect seems cold to the opportunity offer, many companies have a Preferred Customer program that is in between becoming a retail customer, and a full-fledged distributor. This may be a good place to start, and you can then work them into a business opportunity offer later, once they bond to your products.

Success in your mlm business requires proper direction, great products or services, making a serious commitment to a specified goal, following a proven plan of success, and then giving it at least 4 to 6 months of serious effort.

Spencer Hunt is the author of http://www.ifoundhealth.com , a glyconutrients products site. Glyconutrients are shared through glyconutrients distributors who wish to help others gain better health, while learning valuable business skills. Spencer is a young man from Oregon, United States, who makes a significant income helping others to improve their quality of life.Boy Merrell Shoes
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