A quick look at buzz marketing from Ibrahim Balci What is buzz marketing? In its simplest definition, Buzz marketing is a viral marketing technique based on the consumers spreading a certain event or product word of mouth among themselves or on social media. “Strengthening initial marketing efforts by third parties through passive or active influences” Greg (2004) In buzz marketing, the goal is to get consumers to talk about products and services. This situation can be deliberately created by the company owners or it can be caused by an independent event through social media in a very comfortable way. The term "Live Buzz Marketing" refers to a marketing approach that uses an actual event or performance to create WOM. This presentation has been prepared for Marmara University Global Marketing Department Master Program.

1. BUZZ MARKETING
İbrahim Balcı
https://www.linkedin.com/in/ibrahimbalci/

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Agenda
BUZZ MARKETING
Word of Mouth
WOM Importance
What is Buzz Marketing?
BUZZ History
Common Points of WOM Viral Buzz
WOM Viral Buzz Differences
Examples
BUZZ Process
Advantages and Disadvantages
Ethical Discussions
BUZZ Accidents
5 BUZZ Legends
Ways to Succeed

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Our Portfolio
BUZZ MARKETING
https://www.youtube.com/watch?v=jzIBZQkj6SY
V i d e o
LIVE BUZZ

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Word of Mouth
“Word-of-mouth (WOM) communication, also called opinion leadership, is the process by which a person informs the actions of other
people. This can take place face-to-face or in the context of a phone call, text or email. The key to this impact is that it is interpersonal
and informal, and those involved in the exchange of information have nothing to gain financially (Schiffman and Kanuk 2007). ”
“WOM is an effective form of marketing because people trust their friends and family's opinions. While people were still in face-to-face
meetings, the Internet allowed conversations to spread globally and be heard by millions within minutes.
Considering the internet's largest mass media, it is not surprising that marketers deliberately try to encourage the WOM process by
designing marketing campaigns that attract audiences to deliver a message. These tactics, also known as rumor marketing and viral
marketing, create the geometrical potential in the emergence and impact of the message (Wilson, 2000) "

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Global trust in advertising and brand messages – Nielsen 2013
GLOBAL TRUST IN
ADVERTISING AND
BRAND MESSAGES
WHY IS WOM IMPORTANT?
Nielsen Global Advertising Trust Survey, survey of more than
29,000 Internet participants in 58 countries, shows that credibility
is key in advertising effectiveness.

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WHAT IS BUZZ MARKETING?
In its simplest definition, Buzz marketing is a viral marketing
technique based on the consumers spreading a certain event or
product word of mouth among themselves or on social media.
“Strengthening initial marketing efforts by third parties through
passive or active influences” Greg (2004)
In buzz marketing, the goal is to get consumers to talk about
products and services. This situation can be deliberately created
by the company owners or it can be caused by an independent
event through social media in a very comfortable way.
The term "Live Buzz Marketing" refers to a marketing approach
that uses an actual event or performance to create WOM.
• Live peer-to- peer marketing
• Live performer-to-peer marketing
• Secret,
• Disclosed
• Overt

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History
WOM has existed since humanity; people have always talked to
each other about products, problems and events that are important
in their lives (Oosterwijk & Loeffen, 2005).
There is no clear information about the history of Buzz Marketing;
however, its use in marketing, media and especially web 2.0 and
after has accelerated.

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COMMON POINTS
They aim for the consumers to spread the
ideas / opinions / information / messages
about the product / brand etc. to their
surroundings.
They aim to benefit from the communication
networks and tastes of the consumers or their
trustworthiness.
WOM
VIRAL BUZZ
WOM VIRAL BUZZ

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WOM
Product Experiences from
Consumers
VIRAL
Video
Marketing Content in Web
BUZZ
Brand Staging
in Media
DIFFERENCES
WOM vs VIRAL vs BUZZ
WOM VIRAL BUZZ
Opinion Leadership
Slow
Long-term
Performance Features
Mind / Trust
Secret (Seeding)
Customer Comment
Social Media Network
Fast
Short-term
Information
Feelings
Open
Comment- Like –
Share…
Media (Online/Offline)
Fast
Short-term
Event or Product
Brand
Feelings
Hidden / Open
Resonance
Comment - Like –
Share…

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EXAMPLES
Kraft Philly Cooking Creme House Party
https://www.youtube.com/watch?v=z6onHFmd
JRY&feature=youtu.be
Dacing Babies
https://www.youtube.com/watch?v=ikuiByrF6rs
Red Bull – Stratos
http://youtu.be/FHtvDA0W34I
WOM
BUZZ
VIRAL

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03
SEEDING
STRATEGY
02
VIRAL
CONTENT
01
VALUE
At the center of the process should be a
product, service, or idea that has value for
customers and audiences.
The challenge is how to present the
content in a way that creates buzz about
the brand for it to go viral.
Highly connected people
should be selected for a
successful Buzz campaign.
BUZZ
Procses
MARKETING

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BUZZ
Process
MARKETING
01
VALUE
One of the mistakes made in the planning process of Buzz Marketing is to focus on the
event we want to have a viral effect.
Brand equity has a positive effect on consumers' brand preferences (Hoeffler and Keller
2003), and when customers perceive a greater value in a brand, they are more likely to buy
it (Aaker 1991).
The event / event that we want to create a buzz effect should be planned in accordance
with the brand identity elements and should contain a value.
Red Bull – Stratos
http://youtu.be/FHtvDA0W34I
BUZZ
"Red Bull gives you wiiings"

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02
VIRAL
CONTENT BUZZ
Process
MARKETING
1. Has a surprise effect
2. Triggers positive emotions
3. Creates connection / empathy between content and content consumer
4. It carries news value
5. Easy to understand
6. It is in a fast-consuming media format
7. It's simple to share
8. Generates value when shared or works towards a purpose
9. No negative effect on the shareholder
10. It caters to broad / universal interests or subject areas (food, pets, symbiosis,
celebrities, etc.).
Red Bull – Stratos
http://youtu.be/FHtvDA0W34I
BUZZ
10 characteristics of successful viral
content
The 10 Things That Make Content Go Viral, Kristin Tynski, Harvard Business Review
Brands need to start a campaign above the standards to attract attention.

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02
VIRAL
CONTENT BUZZ
Process
MARKETING
Red Bull – Stratos
http://youtu.be/FHtvDA0W34I
BUZZ
SOURCE OF INSPIRATION
Project Excelsior high altitude test jumps
In 1960, Joseph Kittinger broke the record for
the highest free fall jump, jumping from
102,800 feet.

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03
SEEDING
STRATEGY
BUZZ
https://www.smartinsights.com
BUZZ
Process
MARKETING
Red Bull – Stratos
http://youtu.be/FHtvDA0W34I
Expert parachutist Felix Baumgartner was going to make
the jump.
Red Bull puts 1/10 of the annual global marketing
budget (330 million dollars)
The jump took place on October 14, 2012.
Baumgartner became the first person to pass the speed
of sound without an engine at 1,357.64 km/h, and broke
the record for the highest rise at 38,969.4 m and the
longest free fall of 36,401m, in addition to 5 more
records.
Scientific data, AR and VR Marketing Materials

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03
SEEDING
STRATEGY
BUZZ
Process
MARKETING
IMPACT
The event was broadcast on nearly 80 TV channels in 50
countries. The live webcast was distributed through 280
digital partners and became the most watched live
stream in history with 52 million views. He watched 8
million viewers on Youtube.
The total broadcast was over 3 hours and each shoot
had the Redbull logo.
Sales increased 7% over the next 6 months to $ 1.6
billion in revenue, and the following year it sold 5.2
billion boxes. This was a 13% increase over the previous
year, and double-digit jumps were seen in many regions.

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BUZZ
MARKETING
Advantages
Best access to customers and fast results
Disadvantages
Getting viral is a complex process.

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BUZZ
AND ETHICAL DISCUSSIONS
MARKETING
“According to Allan Kimmel's research results, even if there are some misuse, these are exceptions, and
most marketers are knowledgeable enough to admit that the implementation of potentially harmful
practices can adversely affect the bottom line by bringing excessive negative publicity to the firm and the
firm. “
• Word of Mouth Marketing Association’s Ten Principles for Ethical Contact by Marketers (http:// www.womma.org),
• The American Marketing Association’s (AMA) Statement of Ethics (http:// www.marketingpower.com)
• American Psychological Association’s Ethical Principles (American Psychological Association 2002, amended American Psychological Association 2010)

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In 2007, two men hired by an advertising agency to
promote the Cartoon Network show erected boxes with
flashing lights to make noise on bridges and buildings in
Boston. Surprised pedestrians called bomb reports to the
police. In addition to the apology, the companies
concerned had to pay a $ 2 million penalty. The two
perpetrators' charges were eventually dropped, but were
sentenced to community service and a formal apology. All
produced BUZZ were negative.
BUZZ
ACCIDENTS
MARKETING

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BUZZ
5 Buzz Efsanesi
MARKETING

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WAYS TO BE
SUCCESSFUL
BUZZMARKETING Get People to Talk About Your Stuff
According to Mark Hughes, there are 6 ways buzz marketing
can be successful. While Wharton University professor Jonah
Berger says there are more of these channels, these are the
most used:
02.
01.
04.
03.
05.
06.
The Taboo
The Unusual
The Outrageous
The Hilarious
The Remarkable
The Secrets

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The Taboo (Tabu)
The basic idea is that
people tend to talk
about things they
shouldn't talk about.
Controversial issues are
also evaluated in taboo.
These contents
encourage people to
discuss and spread the
content.

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The Unusual
We can give an example of
overweigtdate.com to this channel
defined as "unique". The site has
been prepared for only
overweight people.

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Using this channel in 2007, Burger
King attracted a lot of attention.
The aim of the campaign was to
prove the Whopper-in is America's
# 1 burger.
The Outrageous

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Jeff Gordon – NASCAR driver
Pepsi pushes the message that Pepsi Max is
a diet coke disguised as a regular Coke
because it tastes so good. Therefore, the
video is not only funny, but fits the Pepsi
Max brand quite well.
The Hilarious (Neşeli)

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Pepsi Max once again provides a perfect
example when it comes to attention-grabbing
buzz marketing. In another series called
"Uncle Drew", the Cleveland Cavaliers dress
like an old man who gathers Kyrie Irving's old
basketball friends and heads to local
basketball courts where they bring much
more "younger" players to the stage. The
concept is so unique and so remarkably
crafted that almost everyone interested in
basketball is familiar with the video.
The Remarkable

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A great example of this is Apple product launches.
Apple always leaves hints of what's coming, but
they don't reveal all the secrets until the product
itself is released. This creates excitement, gets
people talking, and generates more interest when
the product is finally launched.
The Secrets

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Sources
• MOHR, Iris. “Managing Buzz Marketing in the Digital Age” Journal of Marketing Development and Competitiveness. 2017. 11(2).
https://www.articlegateway.com/index.php/JMDC/article/view/1629 (5.1.2021)
• NIELSEN. “Global Trust In Advertising And Brand Messages”, 2013 – https://www.eaca.eu/wp-content/uploads/2016/06/Global-Trust-in-
Advertising.pdf (5.1.2021)
• LEINEMANN, Mark. “Wom vs. BUZZ and Viral Marketing”. 2013. https://www.mrwom.com/2013/08/wom-vs-buzz-und-viral-marketing/ (6.1.2021)
• KARR, Douglass. “Buzz, Viral or Word of Mouth Marketing: What’s the difference?”. 2015. https://martech.zone/whats-the-difference-buzz-viral-
word-of-mouth-marketing/ (5.1.2021)
• DYE, Renée. “The Buzz on Buzz” Harward Business Review. 2000. https://hbr.org/2000/11/the-buzz-on-buzz (5.1.2021)
• NATIONAL MUSEUM OF THE USAF. “Excelsior Gondola”. 2016. https://www.nationalmuseum.af.mil/Visit/Museum-Exhibits/Fact-
Sheets/Display/Article/195681/excelsior-gondola/ (5.1.2021)
• TAUFIQUE, Khan. SHAHRIAR, Faisal Mohammad. “Online Social Media as a Driver of Buzz Marketing: Who's Riding?” 2011 International Journal of
Online Marketing 1(2):57-67.
https://www.researchgate.net/publication/220449382_Online_Social_Media_as_a_Driver_of_Buzz_Marketing_Who's_Riding (5.1.2021)
• PATEL, Neil. “How to Apply Buzz Marketing Principles for Effective Internet Marketing”. https://neilpatel.com/blog/online-buzz-marketing/ (7.1.2021)
• KIMMEL, Allan J. “Connecting with consumers via live buzz marketing: public perceptions and the role of ethical ideology “Business Ethics: A European
Review Vol. 24 Nr 2. 2015.
• REDBULL.COM. “Red Bull Stratos”. 2020. https://www.redbull.com/int-en/projects/red-bull-stratos (15.1.2021)
• SMARTINSIGHTS.COM, “Is RedBull Stratos the best brand marketing campaign ever?“. 2018. https://www.smartinsights.com/online-brand-
strategy/international-marketing/campaign-of-the-week-a-brand-marketing-masterclass-from-redbull/ (5.1.2021)

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THANK YOU