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Buzz Marketing
There’s nothing like word-of-mouth to get people talking. Brand, products and services all benefit when people are talking about you in positive terms. Buzz marketing can be a wonderful tool to add to your marketing arsenal. It’s not new, so what has brought word-of-mouth marketing – or buzz marketing as it is now called – kicking and screaming into the 21st century? Led by panel leader Stephan Spencer, founder and president of Netconcepts and a MarketingProfs senior contributor, our illustrious panel of buzz marketing experts included: Dave Balter, founder and President of BzzAgent and founding member of the Word of Mouth Marketing Association; Luanne Calvert, founder of Mixed Marketing; Ben McConnell and Jackie Huba, authors of Creating Customer Evangelists: How Loyal Customers become a Volunteer Sales Force; Jim Nail, principal analyst with Forrester Research; Jerry Needel, vice president of client services at BuzzMetrics; and Emmanuel Rosen, author of Anatomy of Buzz.
| ABOUT
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Moderator
 Stephan Spencer is the founder and president of Netconcepts, a 10 year-old multinational web agency specializing in search engine friendly web design and ecommerce, as well as email marketing through Netconcepts' gravityMail division. Stephan is a Senior Contributor for MarketingProfs.com. He has contributed to Catalog Age, Unlimited, New Zealand Marketing magazine, Building Online Business, and others. He is co-author of the analyst report "The State of Search Engine Marketing 1.0 – New Strategies for Successful Cataloging" published by Catalog Age. He is a sought-after speaker at conferences around the globe for organizations such as IIR, IQPC, the DMA, SMEI, and Internet World.
Dave Balter is the Founder and President of BzzAgent, a leading Word-of-Mouth marketing and measurement agency located in Boston. Mr. Balter is a founding member of the Word-of-Mouth Marketing Association (WOMMA), co-chair of WOMMA’s Ethics Council, and a frequent speaker to corporations and universities on the subject of Word-of-Mouth and non-traditional media. He was named to the “40 under 40” by the Advertising Specialty Institute in 2001, and “Top 7 individuals changing the face of beauty” by Women’s Wear Daily in 2004. He holds a B.A. in Psychology from Skidmore College.
Luanne Calvert is the founder of Mixed Marketing, a San Francisco-based agency specialising in buzz marketing and serving such clients as Yahoo!, Netflix, Fleishman-Hillard Public Relations, NVIDIA, Friendster, and BeneFit Cosmetic. Prior to her starting Mixed Marketing in 2002, she served as Director of Marketing for Yahoo! Her online and offline marketing efforts helped Yahoo! achieve its current position as the world’s most trafficked Web site. Prior to Yahoo!, Luanne served as Vice President of Marketing for apparel company Joe Boxer.
Ben McConnell and Jackie Huba are authors, speakers and trainers. Their book, "Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force," published in four languages, has been called the “new mantra for entreprenurial success” by the New York Times and “an absorbing read” by Harvard Business School. Together, they pen regular columns for MarketingProfs.com and speak frequently at industry, association and company conferences. They also facilitate the creation of customer evangelism plans inside organizations. They write the marketing blog "Church of the Customer." Both live in Chicago.
Jim Nail is Principal Analyst with Forrester Research. As part of the Devices, Media, & Marketing team, Jim’s current research agenda addresses strategies and best practices in integrated marketing with a focus on how the Internet can augment the impact of TV, print, and other traditional marketing tools. His coverage includes marketing’s changing face as consumers adopt on-demand media and is lead analyst on marketing measurement techniques and tools, consumer attitudes toward marketing, and Word of Mouth Marketing.
Jerry Needel is vice president of client services at BuzzMetrics, a word-of-mouth research and planning firm that helps companies listen to, measure and create strategies act upon what people are saying online. He manages all client relationships and has responsibility for the development of client research studies and marketing programs; and he is involved with the Word of Mouth Marketing Association, which BuzzMetrics co-founded. Prior to joining BuzzMetrics, Jerry worked four years in multiple strategic roles at Scient (now SBI/Razorfish). Jerry received a BA from Penn State University with a focus in Public Relations and Marketing.
Emanuel Rosen is the author of The Anatomy of Buzz: How to create word of mouth marketing. The book is based on 165 interviews he conducted with researchers, consumers and executives who were successful in building buzz for their brands. Prior to writing this book, Rosen was VP Marketing at Niles Software in Berkeley California.
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