Marketing Week ran a front page item a couple of week’s back which focused on buzz marketing - the question they asked was whether the new EU Law is likely to spell “The end for Buzz Marketing?” So what is it all about and are these bleak prophecies really warranted?

According to Marketing Week, Buzz Marketing is “the practice of creating a buzz around a brand” with the focus generally being on newer online channels such as blogs, social networking sites to create Word of Mouth marketing etc. As it happens, the Law in question (The Consumer Protection from Unfair Trading Regulations) doesn’t simply target the fake blogs which is where much of the article’s focus is placed, but rather any activity, online or offline which sets out to deceive or coerce consumers.

Essentially, the Law is there to protect you and me from people making claims which are untrue or representing themselves falsely - an online example might be leaving testimonials on your own site under a false name or submitting a positive review of your company’s service or product without revealing your identity or without making your connection to the company clear.

In the same way, flogs or fake blogs such as the “Walmarting across America” fiasco and the “All I want for Xmas is a PSP” which was more painful than deceitful, will now be illegal rather than simply downright stupid. As it happens, in these cases, the blogosphere did an excellent job of policing itself and the companies in question quickly admitted responsibility and withdrew the blogs.

So is this the end of the world in terms of online Buzz Marketing, now that we are no longer able to lie to and deceive our customers without falling foul of the long arm of the law? I think not and indeed my own opinion is very much in line with Simon Quanse’s comments quoted in the article when he states that

“the new regulations will only have the potential to affect those using “underhand” buzz marketing techniques”.

Spot on.

There are many innovative ways to communicate with, interest and interact with customers without deceiving them. Although not online in this instance, you only have to look at the recent Honda campaign and the “live ad” with the skydivers to recognise that these are great cases of buzz marketing and just because a fake blog or similar is the easy route, it doesn’t mean that it’s going to be the best, even if you can get away with it.

So be creative and open and above all respect your customers - with those three things in mind, you’ll be in a position to create successful campaigns and keep your customers’ respect … as well as their ongoing business, I suggest.

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I read earlier this month an article in the Financial Times entitled Business urged to woo social network figures which was reporting on some of the findings in a report on social networking from Experian and Hitwise. In it, we are recommended to woo “super-advocates” that is to say influential members on social networking sites such as Facebook or MySpace.

Having tried (and failed) to stop myself smirking at the use of “Super Advocates” and banish the idea of them sitting at their computer wearing their underpants on the outside of their trousers, I thought that there was a certain amount of sense in what was being said.

But hang on a second, haven’t people like this always existed?

Of course they have - go back a couple of years and, within the blogging world, we would have referred to them as “A” List bloggers because of the influence that they had. Before that, it might have been someone we knew who was “well connected” or one of our friends who tended to lead the conversations and “spread the word” about the latest information or gossip. And of course, if all else failed there was always the “bloke down the pub” who positioned himself as the fountain of all knowledge.

So what do they all have in common - well, in essence, they are people who others listen to. Each has their own sphere of influence and their own expert subject matter (except possibly the bloke down the pub who is an expert in everything!). This means that we consider what they tell us to be both correct and valuable which we therefore take at face value.

So, let’s look at it from our own perspective: what type of person would we take note of and why? This is important because if we wish to position ourselves as someone whom others would recommend (perhaps using our own business blog as a focal point) then these are the type of characteristics that we should be looking to demonstrate.

So what is it that makes a “super-advocate” “super” when it come to helping our business?

• Good level of Contacts - ideally both in terms of quality and quantity
• Recommended either by someone you trust or a number of different people
• Very active in the right circles, markets or areas
• The right sphere and level of influence
• Trusted and Respected
• Outgoing and communicative

As an example, think of someone like Martin Lewis who runs the Money Saving Expert site and blog - well respected, listened to and widely used as a reliable source of information and, generally, when we hear that something comes from him then our reaction is that “it must be true”. He has reached a point where he has a reputation which puts him is a special category of trust in many people’s eyes.

If you want to call him a type of “Super Advocate” through the use of his blog and his website, then so be it. But, whatever you call him, he has an enviable position in his field and one we should be trying to emulate in our own areas of expertise.

So, next time you read about “Super Advocates” (and once you’ve stopped smirking to yourself), do remember that there are these types of Connectors in all areas of life so think of 3 people who could be influential figures for your business and get in touch with them. At the same time, work at developing your own reputation through your blog or whichever other medium you feel can offer the same coverage and visibility. If all goes well, you’ll soon be there wearing your underpants on outside of your trousers too! ** smirk **

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