Monitoring and Measuring Viral Buzz Part 3
Part 3 of Loic Moisand’s presentation of the 4 Types of Brands broken down according to their social profiles focuses on:
The Exciting Brand
The exciting brand is one that everyone seems to be talking about online or that inspires conversation, online and offline. Think of the iPod (or anything Apple for that mater), video games, or the latest sneakers in style. They’re not boring and they’re not functional because they speak to us beyond their actual usages. It’s the brand image that speaks to us and makes many people want to speak about them with others.
“Exciting brands” appeal to our desires of association and community
Certain products that fall under this category appeal to our sense of association or community. Video games, for example, appeal to players’ sense of belonging to a group of experts that discuss their techniques, tips, and tricks. Forums are especially ripe for conversation as they allow web users to leave their mark for future visitors to find. Users can gain a certain type of notoriety in a given forum or in multiple forums as they become known for their expertise.
“Exciting brands” have high volumes of buzz and often have certain sentiments attached
Not only are there people talking about these brands, but people – lots of people – are responding. A typical thread in a forum has multiple comments, blog posts about the latest Chanel bag garners far more comments than any mainstream news blog, and everyone and their brother has posted something about the iPod 4. If we dig further into the conversations using a manual sentiment analysis, we’ve seen that there are far fewer “neutral” comments for exciting brands than there are for functional or boring brands.
People are passionate about these products and attach this passion – be it love or hate – to them in their conversations online.
Some exciting brands have nurtured their online communities
As consumers are already naturally conversing about these products and services online, numerous communities have formed around the brands but not necessarily with any thought of the brand itself in mind. They are organically-created groups that brands seeking to encourage brand advocates and develop their online reputations have sought to nurture.
One brand that we’ve seen is the Quick fast food chain in France.
Originally Belgian, it was the first fast food chain to organize an event for bloggers during which they met with the chain’s top management and were able to ask them questions about their various offerings. Another event followed, and you can now visit their Facebook page for information about their products, events, and polls.
They have continually oriented their online communication towards their online and offline communities. You can win “WINS” on their site, for example, that welcomes you with a personalized login and mini-games. These “WINS” turn into points redeemable at any Quick.