Comments on: BzzAgent Tackles The Elusive Problem Of Brand Communities http://blog.ogilvypr.com/2009/05/bzzagent-tackles-the-elusive-problem-of-brand-communities/ An Exploration of What Influences Us Sat, 11 Feb 2012 18:36:38 +0000 http://wordpress.org/?v=2.7 hourly 1 By: brian r. http://blog.ogilvypr.com/2009/05/bzzagent-tackles-the-elusive-problem-of-brand-communities/comment-page-1/#comment-47577 brian r. Wed, 27 May 2009 14:46:51 +0000 http://blog.ogilvypr.com/?p=1707#comment-47577 I think you'll find that brands that people care passionately about do indeed foster a significant amount of discussion -- one in particular is Apple Inc, the Bzzscape for which has accumulated quite a following (http://www.bzzagent.com/bzzscapes/scape/apple/) I think you’ll find that brands that people care passionately about do indeed foster a significant amount of discussion — one in particular is Apple Inc, the Bzzscape for which has accumulated quite a following (http://www.bzzagent.com/bzzscapes/scape/apple/)

]]> By: PB http://blog.ogilvypr.com/2009/05/bzzagent-tackles-the-elusive-problem-of-brand-communities/comment-page-1/#comment-47560 PB Wed, 27 May 2009 05:45:10 +0000 http://blog.ogilvypr.com/?p=1707#comment-47560 Hey Tom - Thanks for commenting. Your point, that most online conversations are not solely about brands is well taken. Those numbers of 30% down to 5% of totals are significant, though ... but they are most often spread out across the Internet. BzzAgent (and others like them) have been in business for some time now, surviving on the premise that people do indeed enjoy talking about brands and the products and services that they consume. To a degree, this is the human behavior that all of word of mouth marketing is based on. The online channel is not so different. There are many things to talk about online. I happen to think brands have their right place - and the challenge for any brand marketer is to find where these may already be happening, or do something worth talking about to inspire it to happen more than 5% of the time. Hey Tom - Thanks for commenting. Your point, that most online conversations are not solely about brands is well taken. Those numbers of 30% down to 5% of totals are significant, though … but they are most often spread out across the Internet. BzzAgent (and others like them) have been in business for some time now, surviving on the premise that people do indeed enjoy talking about brands and the products and services that they consume. To a degree, this is the human behavior that all of word of mouth marketing is based on. The online channel is not so different. There are many things to talk about online. I happen to think brands have their right place - and the challenge for any brand marketer is to find where these may already be happening, or do something worth talking about to inspire it to happen more than 5% of the time.

]]> By: Emmanuel Vivier (Vanksen|BuzzParadise) http://blog.ogilvypr.com/2009/05/bzzagent-tackles-the-elusive-problem-of-brand-communities/comment-page-1/#comment-47524 Emmanuel Vivier (Vanksen|BuzzParadise) Tue, 26 May 2009 09:10:28 +0000 http://blog.ogilvypr.com/?p=1707#comment-47524 First I think that it is really interesting to see that BzzAgent that was a big promoter of offline influence is now trying to move to or add online influence... Then I think that most brands are still lost with the 2.0 world. When they will really understand the value of a community they won't let myspace, youtube, facebook or BzzAgent... manage it for them. Like a logo or their shop, they are going to manage it by themselves... Too many brands think they can easily check "2.0" by creating a facebook page that is most of the time never updated, boring and useless instead of taking the times of a real strategy, instead of investing real time, effort and money to build, promote and animate a real brand community that is fun, engaging, interesting... Facebook, myspace, bzzagent or our platform buzzparadise.com that gathers 8000 influential bloggers in 12 countries are nice tools to help brands reach and engage consumers during a campaign but I don't think they are going to be the tool to build the ultimate brand community, at least if brand are really serious about it. First I think that it is really interesting to see that BzzAgent that was a big promoter of offline influence is now trying to move to or add online influence…

Then I think that most brands are still lost with the 2.0 world. When they will really understand the value of a community they won’t let myspace, youtube, facebook or BzzAgent… manage it for them. Like a logo or their shop, they are going to manage it by themselves…

Too many brands think they can easily check “2.0″ by creating a facebook page that is most of the time never updated, boring and useless instead of taking the times of a real strategy, instead of investing real time, effort and money to build, promote and animate a real brand community that is fun, engaging, interesting…

Facebook, myspace, bzzagent or our platform buzzparadise.com that gathers 8000 influential bloggers in 12 countries are nice tools to help brands reach and engage consumers during a campaign but I don’t think they are going to be the tool to build the ultimate brand community, at least if brand are really serious about it.

]]> By: BzzAgent Tackles The Elusive Problem Of Brand Communities | iMarketwell http://blog.ogilvypr.com/2009/05/bzzagent-tackles-the-elusive-problem-of-brand-communities/comment-page-1/#comment-47372 BzzAgent Tackles The Elusive Problem Of Brand Communities | iMarketwell Fri, 22 May 2009 11:59:32 +0000 http://blog.ogilvypr.com/?p=1707#comment-47372 [...] NOTE: This is reposted from the original version on the Ogilvy 360 Digital Influence blog. [...] [...] NOTE: This is reposted from the original version on the Ogilvy 360 Digital Influence blog. [...]

]]> By: Nick S. http://blog.ogilvypr.com/2009/05/bzzagent-tackles-the-elusive-problem-of-brand-communities/comment-page-1/#comment-47264 Nick S. Tue, 19 May 2009 15:49:12 +0000 http://blog.ogilvypr.com/?p=1707#comment-47264 I agree with Shashank. Unless there's a huge incentive for folks to join the conversation on Bzz's new tool, I don't see how this could succeed. With all of the different online communities out there, I don't see the point of going to a specific place to talk about my love for my VW Passat. I'd rather just join a Facebook group for VW lovers. I agree with Shashank. Unless there’s a huge incentive for folks to join the conversation on Bzz’s new tool, I don’t see how this could succeed.
With all of the different online communities out there, I don’t see the point of going to a specific place to talk about my love for my VW Passat. I’d rather just join a Facebook group for VW lovers.

]]> By: Melissa Bickel http://blog.ogilvypr.com/2009/05/bzzagent-tackles-the-elusive-problem-of-brand-communities/comment-page-1/#comment-47260 Melissa Bickel Tue, 19 May 2009 14:50:31 +0000 http://blog.ogilvypr.com/?p=1707#comment-47260 Regardless of the outcome. The Bzzscapes in my humble opinion will work on so many levels. First, as has been mentioned, people will indeed talk about what they like or don't like. Especially consumer products, whether good or bad. This leads to my second reason. This is a win, win for both consumers and marketers. In amongst all those bzzscapes could be a potential idea, comment, or solution on how to improve, market, or throw out products which are not working for the buying consumer. A, sort of, consumer test panel at work within bzzscapes. In the beginning of Bzzagent and the dawning of the effectiveness of "WOM Marketing", look what Dave Balter wisely tapped into with Bzzagent. Many thought it would fold and go under. Now with Bzzscapes in it's infancy stage, I'm sure there will be highs and lows. Any concept well developed and I am sure this concept has been stewed over for many months and tweaked, deserves to succeed regardless of whatever useless chatter there is amid product communities. Again, as has been mentioned, we'll see in time. Bzzagents are already used to the "Word of Mouth" sharing, this will just enhance and allow them to focus on the specific brands they know about and love. Regardless of the outcome. The Bzzscapes in my humble opinion will work on so many levels.

First, as has been mentioned, people will indeed talk about what they like or don’t like. Especially consumer products, whether good or bad. This leads to my second reason.

This is a win, win for both consumers and marketers. In amongst all those bzzscapes could be a potential idea, comment, or solution on how to improve, market, or throw out products which are not working for the buying consumer. A, sort of, consumer test panel at work within bzzscapes.

In the beginning of Bzzagent and the dawning of the effectiveness of “WOM Marketing”, look what Dave Balter wisely tapped into with Bzzagent. Many thought it would fold and go under.

Now with Bzzscapes in it’s infancy stage, I’m sure there will be highs and lows. Any concept well developed and I am sure this concept has been stewed over for many months and tweaked, deserves to succeed regardless of whatever useless chatter there is amid product communities.

Again, as has been mentioned, we’ll see in time. Bzzagents are already used to the “Word of Mouth” sharing, this will just enhance and allow them to focus on the specific brands they know about and love.

]]> By: Shashank Nigam http://blog.ogilvypr.com/2009/05/bzzagent-tackles-the-elusive-problem-of-brand-communities/comment-page-1/#comment-47252 Shashank Nigam Tue, 19 May 2009 09:55:09 +0000 http://blog.ogilvypr.com/?p=1707#comment-47252 Rohit, This is great analysis as always. And you're right in pointing out the failures in the past with such attempts. One of the biggest reasons is that people want brands to interact with them on their terms. They want interaction without interruption. That really means that if they're on Facebook, then they don't want to join another community - and open up. Here lies the key. People don't open up on "branded" communities as much as non-aligned personal ones like FB and MySpace, which consists of people they trust. Coke's branded community has less than 200 members, and their Facebook page has the largest fan following in all of Facebook. Exactly my point. Having said that, things might change if they're given a very strong incentive to join a brand community - and that is something that might work in case of BzzScapes. Will be a good case study to observe. Rohit,

This is great analysis as always. And you’re right in pointing out the failures in the past with such attempts. One of the biggest reasons is that people want brands to interact with them on their terms. They want interaction without interruption.

That really means that if they’re on Facebook, then they don’t want to join another community - and open up. Here lies the key. People don’t open up on “branded” communities as much as non-aligned personal ones like FB and MySpace, which consists of people they trust. Coke’s branded community has less than 200 members, and their Facebook page has the largest fan following in all of Facebook. Exactly my point.

Having said that, things might change if they’re given a very strong incentive to join a brand community - and that is something that might work in case of BzzScapes. Will be a good case study to observe.

]]> By: Julie Hall http://blog.ogilvypr.com/2009/05/bzzagent-tackles-the-elusive-problem-of-brand-communities/comment-page-1/#comment-47244 Julie Hall Tue, 19 May 2009 01:28:45 +0000 http://blog.ogilvypr.com/?p=1707#comment-47244 Its about time! I have been waiting for BzzAgent to create a way for like-minded brand lovers to connect! Its a natural extension to the trailblazing WOM work BzzAgent has been known for all of these years. I can't wait to see how it unfolds for them. And see how brands will try to retain ownership of these emerging social nets. How will they integrate? Its about time! I have been waiting for BzzAgent to create a way for like-minded brand lovers to connect! Its a natural extension to the trailblazing WOM work BzzAgent has been known for all of these years. I can’t wait to see how it unfolds for them. And see how brands will try to retain ownership of these emerging social nets. How will they integrate?

]]> By: Rohit Bhargava http://blog.ogilvypr.com/2009/05/bzzagent-tackles-the-elusive-problem-of-brand-communities/comment-page-1/#comment-47240 Rohit Bhargava Mon, 18 May 2009 20:46:01 +0000 http://blog.ogilvypr.com/?p=1707#comment-47240 Hey Tom - Thanks for commenting. Your point, that most online conversations are not solely about brands is well taken. Those numbers of 30% down to 5% of totals are significant, though ... but they are most often spread out across the Internet. BzzAgent (and others like them) have been in business for some time now, surviving on the premise that people do indeed enjoy talking about brands and the products and services that they consume. To a degree, this is the human behavior that all of word of mouth marketing is based on. The online channel is not so different. There are many things to talk about online. I happen to think brands have their right place - and the challenge for any brand marketer is to find where these may already be happening, or do something worth talking about to inspire it to happen more than 5% of the time. Hey Tom - Thanks for commenting. Your point, that most online conversations are not solely about brands is well taken. Those numbers of 30% down to 5% of totals are significant, though … but they are most often spread out across the Internet. BzzAgent (and others like them) have been in business for some time now, surviving on the premise that people do indeed enjoy talking about brands and the products and services that they consume. To a degree, this is the human behavior that all of word of mouth marketing is based on. The online channel is not so different. There are many things to talk about online. I happen to think brands have their right place - and the challenge for any brand marketer is to find where these may already be happening, or do something worth talking about to inspire it to happen more than 5% of the time.

]]> By: Tom O'Brien http://blog.ogilvypr.com/2009/05/bzzagent-tackles-the-elusive-problem-of-brand-communities/comment-page-1/#comment-47232 Tom O'Brien Mon, 18 May 2009 14:57:08 +0000 http://blog.ogilvypr.com/?p=1707#comment-47232 People are out there (unless paid) talking to each other about whatever they are passionate about. This is rarely brands. In our work (over 500 MM conversations collected/analyzed this year) communities that are very brand centric (cellphones, cars, gaming) have brand mentions in about 30% of conversations. In other communities - say food or beauty, brand mentions are about 5% of the conversation. The conversations are NOT about brands - they are about what the community cares about. Sometimes brands are involved. I predict this BzzAgent initiative will fail - just like HeyNeilsen did. TO'B MotiveQuest LLC People are out there (unless paid) talking to each other about whatever they are passionate about. This is rarely brands. In our work (over 500 MM conversations collected/analyzed this year) communities that are very brand centric (cellphones, cars, gaming) have brand mentions in about 30% of conversations. In other communities - say food or beauty, brand mentions are about 5% of the conversation.

The conversations are NOT about brands - they are about what the community cares about. Sometimes brands are involved.

I predict this BzzAgent initiative will fail - just like HeyNeilsen did.

TO’B
MotiveQuest LLC

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