Saturday, July 29, 2006

Difference between Viral Marketing & Buzz Marketing

Yes, it's totally different. More and more agencies are selling those words trough the same expertise... I'm not an expert but i try to know what i'm talking about. As i had this discussion this week with some Yahooz! of FR marketing team and as my binomial has written a very good article on his blog. Let me do mine!

Push a "viral" video on the web has nothing to deal with viral Marketing. More and more books considered buzz = viral... the danger is to miss benefiths of viral marketing if you are considering that it's "viral" to put a cool video on the web to promote a brand with low costs...

For me the 2 concepts are totally different and are not to use in the same way and objectives.

Buzz Marketing could be define by a launched message, transmitted trough people during a short period. It's what we call in french "bouche à oreille". The message is dying by himself after the short sucess of the buzz!

One good example is the campaign lanched by my first company DDB Paris to promote the site The print campaign's announce was that scnf is building a train line accross atlantic! People were quite surprised and some of them were trusting this message. So they started to discuss about that ad. But today few of them remember this... It's Buzz Marketing!

If you use it the trend will be like that. This graphic is extracted for Mr Godin's book...

The trend of the user acquisition if you use Viral Marketing is trully different! as the life cycle of viral products. The viral product doesn't die with the time, it expand as a virus. Each day the growth is faster than the previous day. This is exponential!

In viral marketing, the virus is the product! not the message like in the buzz. People needs other people to use the product and that's why it's exponential. Users are in charge of the product promotion so it doesn't cost anything. Look at, this site is recruiting 250 000 users a day with no online marketing budget and count 96 millions of users in 2 years!
The bands need their fans to growth on the network and the consumers need others consumers to gain popularity!

Myspace seems to be the best viral marketing example on the web.

Another example of viral service is the SMS, as i've said my dear carl, providers didn't predicted the success of this kind of services. During many years the growth of the service has been exponential as each user need other people to use it! It's Network effect!

Keep in mind the Metcalfe Loy is explaining that the more a Network has user the more it gain value. Carl said that this rule isn't limited to the networks and it's relevant for cultural products too! More you have users more the product gain value.

Everything has a end...

Hi all, FR team, EU & US colleagues!

6 months ago i was declining MSN's internship offer to do my internship at Yahoo! (Cool i can say now that i don't regret ;) )
This, in order to get Performance Marketing experience at Yahoo!, to understand how this company is working and capitalize new web expertises.
I was supposed to help Ludovic, my first Y! Mentor on On-Network Marketing management. After the marketing reorganization i had the opportunity to challenge the ... Model deployment alone. The great Pascale became my new tutor, Gabriel and Gaelle started to work with me.

My closer colleagues were outside of France : Andreas (UK), Julia (DE), Susanne (UK), Sonia (UK), Rosie (UK) Chieu (UK), Salvatore (UK), Lawrence (UK), Eva (ES), Deana (US), KIM (US) INES (US) & COCO (US). I don't want to forget Helene my dear french Marketing intern colleague and all FR BU/Products managers as Altay, Shamir, Jeff, Marie-Jeanne, Pierre Do, Mathieu, Nicolas, Greg, "Bruno Bruno!", Olivier, Stéphane... I had also the opportunity to help EU and FR communities products teams...

Special thanks to Raphael wich has done IIM school like me (remember it's the polytechnics of the Internet lol) for all his advices!

At Yahoo! i had the chance to challenge models and to reach objectives as a real employee, and that's what i was expecting.
I want to say THANK YOU ALL for your trust, your patience & learnings, it was a pleasure to work with both of you and i had a great international human experience.

Today i'm quite sad to leave the Yahoo! family but as i've to do one more master degree year at HEC, i still impressed to challenge new models in the future for others companies and maybe at Y! again.

Let's stay in touch, the web still a small world, specially in EU, we'll meet again!



Wednesday, July 19, 2006

Rebranding with our name!

Orange is rebranding their new skype-like service wich allow user to make free phone call from their computer. This after the France telecom rebranding to Orange!

One year ago, Carl Hallard and I, were working on a new product for France Telecom R&D in order to answer to a call to tender. They've trully appreciated our work.
The name of our product was Orange Link.

Yesterday Carl paged me the url of a Orange's page related to the ex-Livecom product... And what surprise! This is called Orange Link now, written exactly with the same style... No comment!

The name is good Yes! Thanks.